Today everyone knows that everything is a lie. Communication, whether its a TV spot, a tweet or a fart-o-gram, it's a lie.
We don't believe our government whether that government is dimmycrat of repulsican. We don't believe in why teenagers are dying in lands 10,000 miles away via weaponry American companies have sold overseas. We don't believe that the economy and the massive infusions of capital we were told were going to revitalize it will do anything for any but the super wealthy. We don't believe that Doritos are now nacho cheesier. Or that elections will be fair. Or even that football is anything other than uniformed brain damage.
Every day our inboxes are flooded with lies called spam. On television we see unreal people promoting unreal products with unreal benefits. It's all a bunch of lies. Every computer we buy has been first marked with a "come-on" price that is a lie. Every car, every phone contract, every airplane seat, every promise about taxes and budgets and unemployment statistics and growth in the economy.
No one believes anything. Why should they.
We as an industry should be thinking about re-creating trust. Re-introducing honesty. And putting blather and bombast to rest. Nope. Every week for the last 2,000 or so, we've had the biggest sale of the year. I guess we like it this way.
(Ack! Long comment alert!)
ReplyDeleteGeorge,
So true. Advertising's only hope is to get under your skin, because the chances of getting folks to take you at face value are close to zero.
I think this is where the ROI of social media lies. I blog for my business, therefore I'm always thinking about WHY I do it. It's (a) the most expensive ad I've ever run (time invested) and (b) the most directly profitable thing I do besides encouraging word-of-mouth—even though it falls far behind WOM.
My theory is, people think if you can fake it for 407 posts in a row, you're a fake they'll take a chance on.
I'm still not sure that's really creating any belief or trust, and jeez, I know the Trust-mongers will be on me, but I really am not sure advertisers (or bloggers) can create true trust except through direct interactions with product (or service) and WOM.
Best bet, figure out how advertising can convince folks they're selling a fake we should take a chance on.
Is that a touch cynical?
Regards,
Kelly
Someone needs a hug.
ReplyDeleteBut just to play devil's advocate for a moment, I happen to believe that Doritos are nacho cheesier. Call me naive.
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